Trends Report

B2B Firms Must Focus On Brand Equity To Drive Value

November 27th, 2018
With contributors:
Keith Johnston , Alex Sobchuk , Rachel Birrell

Summary

Business-to-business (B2B) CMOs must invest in brand equity to drive financial value. This report explores the vital role of equity in brand management and provides a framework to help CMOs measure and manage brand equity in a B2B environment. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.